FACTORS INFLUENCING CONTINUANCE INTENTION IN MOBILE BANKING A CASE STUDY OF USERS IN METROPOLITAN BANGKOK
Keywords:
Digital Payment, Mobile Banking, Trust in Online Banking, Trust in Mobile Banking, Continuance Intention, Trust Transfer, Bangkok MetropolitanAbstract
The shift from internet banking towards mobile banking in recent years has motivated significant academic research, particularly on the process of mobile banking adoption as well as factors impacting the continuance of usage. Based on the framework of Trust Transfer Theory, this study investigated factors influencing continuance intention towards mobile banking among generation Y and Z in Metropolitan Bangkok. Specifically, the paper attempted to understand the influence of Trust in Online Banking towards Trust in Mobile Banking (TMB), Customer Satisfaction (CS) and Continuance Intention (CI). Further, the paper performed to examine the mean difference between generation Y and Z. Survey questionnaires were administered to target respondents, receiving valid observations of 452. Results from multiple regression demonstrated that Trust in Online Banking was positively related to Trust in Mobile Banking. Trust in Mobile Banking is positively related to Continuance Intention, while Continuance Intention was found to be statistically related to Customer Satisfaction. Results from analysis of mean differences among generation Y and Z suggested that there were differences in the level of Customer Satisfaction and Trust in Mobile Banking. In particular, the level of trust in mobile banking was lower than that of generation Z, suggesting that service providers should implement strategies that create Trust in Mobile Banking by taking into account the differences in generation.
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